Digital Signage Expansion
Project overview
UrbanSense partnered with HR&A and WMATA (Washington Metropolitan Area Transit Authority) to create a coordinated capital investment and product roll-out program for expanding digital signage across Metro’s subway, bus, and rail assets.
Client:
Location: Washington, DC
Services:
Segment: Private
Industry: Real Estate, Transportation, Technology
Background
WMATA sought a partner to unify its digital and communication assets, including digital screens, customer information centers, web and social media channels, and multimedia content like videos and images. The goal was to deliver more consistent messaging to customers through a modernized content management system and an expanded network of digital assets.
UrbanSense was tasked with answering a pivotal question: “How can we establish a digital program that expands screen usage and transitions to a more modern, template-based integrated content management system?” This initiative aimed to integrate customer-facing communication systems, ensure timely and relevant messaging, and streamline internal processes to meet the evolving expectations of WMATA's customers.
UrbanSense Approach
UrbanSense worked closely with WMATA’s Director of Customer Technology & Innovation and Chief Customer Experience Officer to develop:
Signage Expansion: Upgraded passenger displays, ticketing systems, and ad networks.
Content Management: Deployed an integrated CMS for streamlined content delivery.
Digital Experience Lab: Established a facility for testing and showcasing digital technologies to support future innovation.
Outcomes
The project delivered real-time passenger information, increases revenue through advertising, and simplified operations with a unified Content Management System. The Digital Experience Lab positions WMATA to lead in transit technology and innovation.
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